A window into the world of Roots
Issue 102 • September/October 2011
CAPTURING THE MAGIC OF ALGONQUIN PARK
Rylan Perry
Roots revisits its birthplace and focuses on classic designs, creating the perfect mix with its new fall campaign
Issue 102 • Sept. - Oct. 2011
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I N S I D E ISSUE102 LOOKING GOOD Checking in on recent renovations and expansion on the retail front CELEBRATING A CENTURY Roots Taiwan marks country’s centennial with special collection WELL RECEIVED Roots donates gifts to Canadian troops in Afghanistan GAIL’S PASSION No mystery why veteran retail associate is one of the top salespeople at Roots DIGGING FOR DINOSAURS Dan and Donna Aykroyd invite celebrities to get down and dirty in support of new Alberta museum GETTING A FIX The Roots repair team make products shine again THE MAKING OF A WINWIN SITUATION Interns earn praise at Roots in mutually beneficial program
Departments FINE PRINT HEALTH TIP NEW & NOTEWORTHY GREAT MOMENTS IN RETAIL ON THE MOVE GREEN TIP
Publishers MICHAEL BUDMAN, DON GREEN Editor ROBERT SARNER Interns TAMAR DOBNER ALEXANDRA GUNDY AMANDA LAZAROVITZ The Source is published by Roots Canada Ltd. We welcome letters from readers for publication. Please address all correspondence to The Source, Letters to the Editor, Roots Canada, 1400 Castlefield Ave., Toronto, Ontario, M6B 4C4 or by email to thesource@roots.com Letters may be edited for length and clarity. Each issue of The Source is also available as a blog on the Roots website at www.thesource.roots.com and on Facebook at www.facebook.com/rootsthesource.
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Roots Taiwan General Manager Matt Meng and Michael Budman launch the centennial collection in Taipei
SPECIAL DELIVERY A selection of recent letters from the world of Roots MAKING A DIFFERENCE
The Japanese Restaurant Association would like to thank Roots for generously donating beautiful, well-crafted leather wristbands for our fundraising event for tsunami and earthquake relief in Japan. The wristbands were popular at the dinner we hosted with the Association of Japanese Canadian Business and Professionals, and contributed to making it such a special event. We are certain the wristbands will continue to assist with our fundraising activities in the months to come. Shigeo Kimura Japanese Restaurant Assoc. Toronto WHAT A TEAM
I recently visited the Pen Centre Roots store in St. Catharines, ON. I was greeted by Jenna Cutting, who made me feel welcome while I looked around. I noticed some men’s cardigans on clearance, but decided to put off buying them until my next visit. A few days later, I returned for the sweaters and was disappointed to find they had been shipped to another store. I expected to be told the items were unavailable. Instead I was pleasantly surprised when Ashley Hatt and Store Manager Casey Smith devoted all their focus to locating the cardigans.
Upon tracking down the items, Casey made several calls and had them shipped to a nearby Roots 73 store. Later on, I dropped by a third time to inquire about special ordering a leather duffle bag. Ashley and Casey patiently answered all my questions and looked after ordering the bag for me. The team at this store is always friendly and willing to serve their customers with a smile. Good service is hard to find, and being able to witness great service first-hand is a delight. Thank you Casey, Ashley, Jenna, Taylor (Langshaw), and Duane (Swartz), as well as the rest of the team at the Pen Centre store. I hope to see you all again soon. Neil Johnson St. Catharines, ON A SOLD-OUT SUCCESS
The Miriam chapter and the ATID chapter of Canadian Hadassah-WIZO wish to thank Roots for its generous support of our 4th Annual Literary Levee. The evening saw a sold-out crowd that heard our featured author, Judie Oron, speak about her travels to Ethiopia, where she rescued a Jewish girl from slavery. Judie helped the girl escape to Israel, and later adopted her. We could not have held such
a successful event without the help of sponsors and merchandise donors like Roots. With your contribution, we raised more than $5,500, exceeding our goal. It will be used to help children, healthcare, and women, both in Israel and here at home. Again, thank you for your support. S. Gunter-Goldstein, M. Drassinower, and L. Sachs Canadian WIZO Hadassah Toronto STYLISH IN SCRUBS
On behalf of the SickKids Hospital Nursing Staff and the Registered Nurses Council, we wish to thank Roots for its assistance in making Nursing Week 2011 a success. Not only did we receive many positive comments about our new custom Roots nursing wear, but it was also nice to be able to sell the latest line during Nursing Week. Once again, it’s been a pleasure working with the Roots team. C. Peskun and S. de Young Co-Chairs, RN Council Toronto
EXPRESS YOURSELF We invite you to send us your letters and/or your most creative photos or illustrations for publication in The Source. Please send your submissions to photogallery@roots.com Issue 102 • Sept. - Oct. 2011
THE PERFECT MIX
Take a group of creative people, great team spirit, and classic designs, then bring them all together in Algonquin Park for several days, and what do you get? The impressive, just launched “Rediscover Your Roots” campaign. By ALEXANDRA GUNDY
Rachelle Goulding and Peter Vooys in campaign shot at Bonita in Algonquin Park
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ipping his paddle into the glassy surface of South Tea Lake, Peter Vooys propels the red cedar-strip canoe through the water, making his way from Camp Tamakwa to Bonita, in Ontario’s Algonquin Park. Scanning the lake for loons, he adroitly navigates through the cool, quiet July morning. Arriving at his destination just after dawn, Peter steers his canoe toward the site chosen for an important Roots photo shoot. The average model doesn’t normally show up for assignment alone in a canoe, but this isn’t your standard photo shoot, and Peter isn’t your typical model. The Tamakwa staff member has left camp behind for a few days to model for the Roots early fall campaign, his third for Issue 102 • Sept. - Oct. 2011
the company. For Peter, the shoot is conveniently located at Bonita, next to South Tea Lake, a 20-minute paddle away. Acquired by Roots in 1996, the Bonita guest lodge site was the obvious choice as the visual backdrop for the Rediscover Your Roots campaign. “Algonquin Park is the birthplace of Roots, so Bonita was a natural fit for this heritageinspired campaign,” says Creative Director Stephanie Holden. “The property also has a very authentic and rustic feel that allows our shoot to have a relaxed cottage atmosphere. It’s a beautiful setting that is very inspiring for a natural, outdoor lifestyle.” Stephanie was the creative force behind the Rediscover Your Roots project, designed to encourage customers to look
back into their closets and remember their favourite Roots pieces, with a focus on leather footwear and classic sweats. “The campaign was really driven by the company’s heritage and from the stories that people share with me about their favourite pieces whenever I mention that I work at Roots,” says Stephanie. When Roots opened its first store in 1973 in Toronto, its first product was the negative heel shoe. Eight years later, the now classic Roots sweatshirts debuted. Stephanie usually conceptualizes a campaign three to six months before it’s shot. When conceiving a theme, major factors include the product range, the season and how the designers describe the clothing and their motivation behind creating each piece. Stephanie then presents a mood board, location proposal, and her sketches to
Roots Co-Founders Don Green and Michael Budman, Design Director Diane Bald and Chief Operating Officer Jarar Kazmi. Much work goes into visualizing the campaign, and it’s important that everyone is on the same page ahead of the photo shoot. “We really understand each other,” says hair and makeup artist Anna Barseghian, who has worked with Roots on several campaigns over the past two years. “When you put five creative people in a room and they all have the same vision… well, that’s pretty amazing. It doesn’t happen often in this business.” The shoot ran for four days in early July, and each day Anna and model Rachelle Goulding awoke at 5 a.m. for hair and makeup, while other members of the team took advantage of the beautiful surroundings by going for early morning kayak outings. However, as soon as the sun came up, it was strictly business. Algonquin Park resident, photographer, and longtime friend of Roots Don Stanfield helped scout Bonita for the best shooting locations. He walked through the property with Diane, and again with Rylan Perry, who photographed the campaign, to show them where to get the best lighting during the ten-hour shoots. Because changing weather is often a big challenge when photographing outdoors, Don, who grew up in Algonquin Park, always had backup Continued on the next page
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locations in mind. While showing the team the lay of the land, he entertained everyone with stories about the history of the Park. “Don made the shoot,” says Peter. “Especially for those who had never been to Bonita before. He’s a great storyteller and really is the resident Algonquin expert.” An extended photo shoot can be exhausting, and Anna credits Visual Presentation Manager Patrick Davis with keeping the team motivated. “It was a hot day, and there were a lot of mosquitoes in the woods,” she says. “It’s not like being in a studio shoot. People fade when they are working outside, and Patrick’s energy is infectious. He motivates the models, and keeps everyone’s spirits up.” Every night the team dined together in the Bonita rec hall and
discussed plans for the next day’s shoot. Following dinner, they would gather around a campfire where conversation often turned more personal. Before long the Bonita crew was talking to each other candidly about themselves, their hopes and their dreams. Seeing her concept come to life is the part of the process that Stephanie enjoys the most. Her favourite series of pictures
involved Peter and Rachelle inside a canvas tent. Videographer Michael Schmidt was on location to film the entire shoot, including the putting up of the tent. Set to music by Canadian singer/songwriter Jeen O’Brien, his video is part of the campaign’s online presence, and can be seen on the Roots YouTube channel. After the shoot wrapped, Stephanie and her team selected their favourite photos, produced full size mock-ups of the campaign and presented it to Don, Michael, and Jarar. The key shots are then used online, in print ads and on in-store posters.
In order to carry the Algonquin Park experience into stores, Visual Merchandising Coordinator Nathalie Barone brought in props to give the retail environment a more rustic feel. These include cottage staples like paddles, lanterns, Pendleton blankets, and barn wood. “The campaign is about going back to the beginning of Roots, and drawing from its past,” says Diane. “The company started because Don and Michael love to create, and when they shaped the company they were inspired by their experiences at camp and in the wilderness.” Algonquin Park is at the heart of Roots, and it only made sense to go back there to create a campaign that encourages people to rediscover their roots, as Roots rediscovers its own.
MODEL BEHAVIOUR Peter Vooys and Rachelle Goulding make the Rediscover Your Roots campaign come alive
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hether he’s photographed paddling a canoe, building a fire, or putting up a tent, Peter Vooys looks natural in the wilderness - and for good reason. A Program Director at Camp Tamakwa in Algonquin Park, he likes nothing better than going on canoe trips, hiking and spending time outdoors. Before working at Tamakwa, Peter spent eight years on staff at another camp, where he was assistant director. He divides his time between Algonquin Park, where he also works with the school groups that come to Tamakwa in the off-season, and his native Kingston, Ontario, where he spends the winter teaching high school gym, history, and outdoor education part-time. The story of Peter’s involvement as a Roots model is rather unconventional. Though he had previously met Roots Co-Founders Don
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Green and Michael Budman through his job at camp, Peter’s relationship with Roots really kick-started when he represented Tamakwa in a canoe race against Camp Wapameo and Camp Ahmek. The two other camps usually win, so excitement ran high when Peter and his partner emerged in the lead during a portage through Bonita. “We didn’t have a model for an upcoming campaign,” says Roots Design Director (and former Wapameo camper) Diane Bald, “and we had noticed that Peter just naturally knows how to paddle a canoe, is so comfortable in the outdoors, and also photographs beautifully. Some people just have ‘it’.” Soon after the race, Peter received a call from Michael and Diane who asked if he was interested in modeling for Roots. He accepted, and a week later was en route to British Columbia’s Sunshine Coast for his first modeling gig ever. “I was certainly nervous to be part of the shoot,” says Peter, 28. “I had no idea what I was in for, but thankfully I was asked to do things I’m comfortable with, like canoeing and hiking.” Peter has since been involved in two campaigns, for the Vintage Varsity collection, shot at the University of Toronto, as well as this fall’s Rediscover Your Roots in his beloved Algonquin Park. “Working in Bonita was like shooting in my backyard,” he
says. “Over the past couple campaigns I’ve really gotten to know the crew, so it was great to have them up to one of the most beautiful spots in the Park. Seeing some of the team experience Algonquin for the first time, through fresh eyes, reinforces the power of its beauty to those of us who are lucky enough to live it every day.”
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achelle Goulding’s relationship with the company started just over a year ago. Since then she’s become one of the main faces of Roots, appearing in seven advertising campaigns and gracing two covers of The Source. “I’ve loved everything about working with Roots,” she says. “The crew have all become close friends of mine, and we work so well together that it doesn’t feel like a job.” Born in Vancouver, the full-time model has lived in New Zealand;
Australia; Victoria, BC; Calgary; and now New York. She has the travel bug, and has visited several locations to work with the Roots team. “The shoot in Joshua Tree National Park, in California, was by far my favourite. Not only did everyone work so well together on that shoot,” she says, “but it was amazing to spend an entire week in the desert, to be able to see every star at night, and to really feel like you were in the middle of nowhere.” Rachelle’s work takes her all over the world, and to keep herself busy in foreign cities she often enjoys going to the movies by herself. “Usually by the time my contract in a city is up, I will have seen every film that is playing in theatres,” she says. “In fact, I saw two movies back-to-back today – and yes, I did pay to see the second one!” When she isn’t working, Rachelle, 25, likes to spend time at home in New York with her French bulldog, Winston. “When I’m not traveling, I love cooking at home,” she says. “I also like anything that involves being outside. During the day, I’ll bike up the west-side highway or walk through Central Park, and at night I like to go out with friends or hang out with my sisters.” Rachelle can next be seen in the upcoming October campaign, which was also shot at Bonita in Algonquin Park. Issue 102 • Sept. - Oct. 2011
LOOKING GOOD Checking in on recent renovations and expansion on the retail front
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he square is in abundance and is Mont Tremblant store after recent facelift inspired by milling with a sustainable famous Swiss ski resort, St. Moritz people, some material.” perched on the edge of Pauline, who the courtyard’s large designs all the Roots fountain, while others stores, is influenced lunch under the warm by the location when summer sun on she draws up plans. restaurant patios across One need only look from the Roots store in from the modern Toronto’s Brookfield Brookfield Place Place. Sunlight streams store to the Mont through the glass Tremblant shop, ceilings and down into nestled in Quebec’s the large windows of majestic Laurentian the shop, making it Mountains, to see hard to believe the that not all Roots courtyard is, in fact, indoors. brand recognition, but lease stores are designed alike. Deep in the heart of the city’s restrictions forbade the designers The Tremblant location, financial district, the Roots store from using it in the flooring at which also underwent recent has undergone a major renovaBrookfield Place. However, the renovation and expansion, tion and expansion, tripling in tile floor reflects the natural light evokes a modern European ski size from 730 to 2,230 square that flows in, which brightens the lodge, featuring striking woodfeet. The new design takes the atmosphere of the shop and work and original exposed pine classic Roots retail concept and looks beautiful against all the support beams. When designing gives it a fresh, modern take, environmentally friendly, the look of the store, Pauline echoing the polished downtown reclaimed wood. drew inspiration from St. Moritz, surroundings. “It makes our atmosphere a famous ski resort in SwitzerThe porcelain tile floor is welcoming and natural,” says land. The renovation opened the juxtaposed with an abundance of Pauline Landriault, Director of store up from 2,800 to 3,500 reclaimed wood, as most of the Planning and Development. “We square feet, making room for a store’s fixtures are made from only use reclaimed wood for our new leather bag wall. salvaged lumber. Wood interiors features, though we use bamboo Location continued to inspire are a big part of the company’s for our veneers because it grows in Newmarket, 55 km north of
Toronto, where the Roots store moved to a new spot. Pauline looked to the rolling hills and farms in the area when scouting out materials for the new store, and chose a concept that uses wood reclaimed from old barns. Her favourite part of the Newmarket store is the floor plan. “I love the intimate shops within the shop,” she says. “They allow our vast range of product categories to each have its own individual shopping area.” Over in Kingston, Ontario, Area Manager Lance Lakins is excited about the new Roots 73 store at the King’s Crossing mall. Setup was a team effort as more than 31 people pitched in to get the 4,500-square-foot store ready for its grand opening in mid-August. Though each store takes the classic Roots design concept and gives it its own distinct twist, the energy and enthusiasm throughout the renovation process were consistent. “The visual team always does a wonderful job,” says Pauline. “I love working with all our great store managers and staff.”
CELEBRATING A CENTURY Roots Taiwan marks country’s centennial with special collection
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s the Republic of China, commonly referred to as Taiwan, marks its 100th birthday this fall, Roots is making some history of its own in connection with the Asian republic. The word ‘Taiwan’ is making its debut on Roots clothing in a special collection celebrating the centennial. The collection will also be the first available via e-commerce for customers in Taiwan. The centennial collection will initially be the only products available online, with additional Roots merchandise rolling out soon. The planning process began last November with creative ideas coming from Matt Meng, Gina Ting and other members of the Roots Taiwan team. With their input, the team in Canada drew inspiration from the colours of the Taiwanese flag and past special collections created by Roots, such as those for the Olympics, Right To Play and the NHL. The centennial collection is Issue 102 • Sept. - Oct. 2011
Taipei city buses sport new Roots collection
made up of premium products featuring custom labels and gold zippers. It includes T-shirts, sweatshirts, a sweatpant, polos, track jackets and a kids line. A custom Village Pack, passport holder and flag pouch were also designed for the occasion. The
collection, which is accompanied by commemorative, reusable shopping bags and a custom, giftwith-purchase umbrella, arrived in stores in September. “This is a momentous occasion for Taiwan so we really wanted to go full out with this collection,” says Liz Doggett, Director of Wholesale Operations, who oversaw the project. “We’re looking forward to showcasing Taiwan on our clothing
and leather products and hope this will become an annual collection similar to our Canada Day campaign here at home.” The collection kicked off in late August with a visit to Taiwan from Roots Co-Founder Michael Budman, as well as a media event, fashion show and VIP reception. The collection was also featured in the Taiwanese editions of GQ, Elle and Vogue magazines, on billboards and on the side of Taipei city buses. “A custom collection of this nature is a collaborative effort so I want to give special recognition to Ling Chow, Andrea Wang and Linda Calero for each of their roles in making this incredible collection come together and surpass our expections,” says Melinda McDonald, VP, Wholesale and Business Development. “We’re all very excited to see these one-of-a-kind commemorative styles launch.” Roots currently has 40 stores in Taiwan, with another five opening this fall. The Source • 5
EXPLORING CANADIAN STYLE
Roots on display in downtown Toronto as part of Design Exchange exhibit
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anadians’s love of the outdoors is such an important part of the country’s collective identity that it’s no surprise when wilderness themes are reflected in Canadian design. Through its Play Nation exhibit, Toronto’s Design Exchange explores the deepseated connection between wilderness and Canadian iconography. Several Roots products, old and new, are on display with other iconic brands. The show uses different mediums to explore Canadian design and its relation to culture, symbolism, identity, and history, an association created and perpetuated by artists, writers, politicians and citizens. Co-Curator AnneMarie Minardi initially chose to include Roots in the exhibit because of the company’s celebration of Canadian outdoor culture. “We chose companies that
Venerable Roots Award Jacket has pride of place at exhibit
Roots figures prominently in Design Exchange exhibit focusing on the wilderness and Canadian iconography
are not only innovative in their use of materials and design,” says AnneMarie, “but tell the story of Canada’s nationhood – from aboriginal and early settlers to Canada’s international presence in sport and fashion.” The curators selected an assortment of pieces, and all items were either manufactured or designed in Canada. Other apparel brands represented in the exhibit include Hudson’s Bay Company, Canada Goose, and Mountain Equipment Co-op. “Everyone who comes to the exhibit recognizes the Roots logo and the style of the products,” says AnneMarie. “We wanted to explore the brand’s connection to the outdoors, the story of the company, and the
fascinating history of the beaver as a national symbol.” Roots products are rife with symbolism, an example of which is the RBA T-shirt with the prominent beaver logo, featured in the exhibit. In 1975, the beaver attained official status as a national symbol when it received royal assent through “an act to provide for the recognition of the beaver as a symbol of the sovereignty of Canada.” The beaver’s emblematic status originates from its role in the fur trade, an important part of Canada’s industrious heritage. AnneMarie consulted Roots Archivist Eva Lee about which items to include and together they chose a selection of current and archival material. “I looked at old Roots catalogues for reference,” says Eva. “The negative heel shoe was an obvious choice, as it was the first product Roots ever
made. I also felt it was important to include the Puff Boots, which were worn by Team Canada at the 1976 Winter Olympic Games in Innsbruck, Austria. It was the first time Roots outfitted Team Canada with footwear.” Shortly after Eva began working as an archivist for Roots last year, she came across a pair of Puff Boots from the 1970s in a box of old footwear. When she looked inside the boots, she found a letter and upon reading it discovered that a customer named Mary Williamson had donated them in 2003. “In the letter, Mary mentions she donated the boots in hope that Roots would one day establish a museum,” says Eva, “and now, eight years later, the boots are part of an exhibit!” As Eva continues to curate the Roots archives, she is making it a priority to collect material through donations from employees and the public. “Roots has such a great heritage,” she says, “and it would be wonderful to one day showcase all of the company’s archival material.” (To inquire about donating to the Roots archives, email Eva at elee@roots.com)
• The Play Nation exhibit runs until October 10, 2011, in Toronto. See http://www.dx.org/ for more info.
ROOTS GIVEAWAY Want to win free tickets for you and a friend to see the Play Nation exhibit currently on view at the Design Exchange in Toronto? The first five people to email us at thesource@roots.com will win a pair of tickets, courtesy of the Design Exchange.
NEW WAY TO GET TO THE SOURCE
Roots magazine makes its debut in social media with new Facebook page
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ith more than 100 issues published to date, The Source recently took on a new dimension when it joined the online world of social media. In mid-July, Communication and Public Affairs interns Tamar Dobner, Alexandra Gundy and Amanda Lazarovitz developed a public Facebook page called “The Source – The magazine of Roots Canada”. It draws attention and interest
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to the Roots magazine through links to various articles from The Source, as well as related videos and pictures, including a gallery of past covers. Along with comments and other input from the public, the page will also soon feature a brief video about The Source, which was a collaborative effort between the interns and Roots Radio maven Davin Bujalski. As of early September, the page had attracted more than 120 “likes.” Issue 102 • Sept. - Oct. 2011
LIVING ON THE EDGE Roots designs product line for EdgeWalk, the CN Tower’s latest attraction Getting some air and a bird’s-eye view of Toronto, Tanja Zelko goes for a stroll on EdgeWalk
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magine taking a leisurely outdoor stroll on a narrow ledge atop Canada’s tallest structure. It isn’t a nightmare or from the script of a King Kong remake, it’s the CN Tower’s newest attraction, EdgeWalk. Open to the public since August 1, EdgeWalk lets thrillseeking individuals walk around the roof of the tower’s main pod, directly above its revolving
restaurant. A combination of ropes, clips and harnesses secures participants to a safety rail, allowing them to circle the pod’s 150 m (492 ft.) circumference. At 356 m (1,168 ft.) above ground, it’s the world’s highest full-circle, hands-free walk and the first of its kind in North America. Extreme activities like this call for some commemorative
merchandise for participants to purchase and show off to their disbelieving family and friends. In anticipation of the attraction’s opening, the CN Tower contacted Roots to develop a clothing line sporting EdgeWalk’s logo. Staff T-shirts and a retail line of T-shirts, hoodies and baseball hats were developed for sale at the CN Tower. Roots also made polo Tshirts for VIPs at EdgeWalk’s opening celebration. Tanja Zelko, Manager of Online Marketing and Customer Experience at Roots, was invited to experience the attraction ahead of its official opening. “I didn’t eat anything that morning, and while walking over to the CN Tower, I kept looking up at it and thinking I must be crazy,” says Tanja. “You can tell right away from the equipment that you’ll be safe and once you’re up there, the feeling is just amazing. The guides explain how high you are, the current wind level and point out buildings below so that
you can get a sense of where you are and get used to looking down from so high up. Once you’re comfortable, they have you walk backwards to the edge and lean out, then you go further and lean forward. It was great!” If walking outside while 116 storeys above ground isn’t adventurous enough, participants can always hope for a rainy or foggy day to heighten the sensation. Open from May to October, EdgeWalk operates in all weather except electrical storms and high winds, claiming the varied conditions only add to the experience. T-shirts for sale in EdgeWalk’s gift shop
FRONT TUCKS AND BACK PIKES FOR CANADA Olympic trampoline athletes show their true colours
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n early June, Roots had pride of place at an event in Toronto dedicated to encouraging healthy living. The annual “play day” is part of At My Best, a national program that promotes physical activity, emotional wellIssue 102 • Sept. - Oct. 2011
being and healthy eating among young children. At My Best was developed in 2008 by a Canadian not-forprofit organization for physical and health educators, sponsored by a large pharmaceutical company based just outside Toronto. The At My Best Play Day brings together families through engaging, interactive activities focused on health, such Canadian Olympic trampolinists in the air and on the ground at event in Toronto as yoga classes, leap in line to take their turn on the demonstration on a trampoline. frog tag and nutrition bingo. In a scaled-down version of their trampoline. This year’s event, which took No stranger when in comes normal competitive routine, the place at an elementary school, to dressing Olympic athletes, athletes performed a series of played host to three Canadian Roots outfitted the trio at the twists and jumps known in Olympic trampoline athletes request of Springfree Tramposporting Canada-themed clothing trampoline lingo as ¾ front line, national supplier for At My straight, back tuck, back pike, provided by Roots. Best. The athletes will represent The trio – Karen Cockburn, front tuck and barani. They then Canada in a trampoline competispent time answering questions, Jason Burnett and Rosie signing autographs and taking tion at the 2012 Summer OlymMacLennan – kicked off the photos with young fans waiting pics in London. morning with a highly acrobatic The Source • 7
FINE PRINT
A selection of coverage of Roots in the media Here are some recent sightings of Roots in the pages of newspapers and magazines:
• Toronto Life Stylebook: Fall. City Briefcase in Norwegian Tan included in feature called The Look. • Chatelaine: Sept. Features both the two-tone women’s leather jacket and the Kate Bag. • Homemaker’s: Sept. Day Pack in Alberta leather and Uptown Satchel in Harvard leather showcased. • Fashion magazine: Sept. Features the Saddle Pack in Tribe. • Flare.com: Aug 29. Roots x Papernomad iPad cover labelled ‘eco-chic’ collaboration. • Globe and Mail: Aug 27. Satchel selected as top booksmart bag for fall. • Hello!: Aug 22. Showcases the Kate Wallet in Woven Tribe. • Globe and Mail: Aug 13. Recycled Canvas Wallet included in article showcasing stylish wallets. • Sweetspot.ca: Aug 8. Roots Flat Saddle-Alberta selected as one of the top ten summerto-fall handbags. • 24 Hours: Aug 3. Vintage sweatpants included in Test Drive feature. • Fashion: Aug. Roots fingerless gloves, Gretzky Jacket, Omar Pack and Small Banff Bag featured in “Almost Famous” photo shoot. • Sweetspot.ca: July 27. Large Coin Purse showcased as part of a summer vacation wardrobe in fashion section. • The Province: July 15. Features colourful, summerfriendly Roots leather bags. • Toronto Star: July 12. Black Megan bag included in feature on Bucket Bags. • The Grid: July 6. New Roots Pocket Book highlighted in The Drop feature. • Globe and Mail: July 2. Roots Canada Pillow featured in travel section as a perfect souvenir for the royal couple to pick up during their tour of Canada. • Lush: Summer issue. Roots jogging pants and Beaver Canoe Long Johns showcased in men’s photo shoot. • Metro: June 22. Selects the Chloe Dress as the “Top Pick” in the Test Drive feature of the style section. 8 • The Source
THE POWER AND THE GLORY Supported by Roots, Canada’s Adam van Koeverden paddles to victory Adam uses his usual strategy to finish first with a time of three minutes 36.1 seconds
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rue to his triumphant ways, Adam van Koeverden added another impressive feat to his already long list of victories in international kayak competition. In late August, he finished in first place in the men’s 1,000-metre final in the World Canoe and Kayak Cham-
pionships in Hungary. This latest win qualifies Adam for a spot on Team Canada at next year’s Summer Olympics in London, England. In the previous two Summer Olympics, he captured three medals including a Gold Medal in Athens in 2004 in the K-1
500m race and a Silver Medal in Beijing in 2008 in the same event. He has also finished first, second or third in seven other world champion races since 2005. In his most recent victory, the Oakville, Ontario, native quickly took a commanding lead in the race, winning by more than three seconds. “My goal has always been to take it out pretty hard and frazzle people and get them to race at my pace and have a good finish,” Adam, 29, said after the race. “I was able to do that today for the first time at a world championship.” Since 2004, Roots has been a sponsor of Adam, who has appeared in ads for the company and taken part in many special events hosted by Roots.
MAKING IT VITAL New collection can save lives
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yle Dine’s life changed when he was diagnosed with severe allergies at age two. Since then he’s worn an ID engraved with his vital medical information. His latest ID is a leather cuff, part of a new Roots line, created in partnership with the Canadian Medicalert Foundation, a charity providing emergency medical protection to members. Designed with both style and practicality in mind, the Roots collection includes leather cuffs and athletic watches, items that are new to Medicalert. Each piece features a stainless steel emblem customized with the wearer’s personal information. “Over the years, I’ve been through several different bracelets,” says 28-year-old Kyle, a children’s musician from Kingston, Ontario. “But this is my favourite so far – I absolutely love it.” A lifelong member of Medicalert, he relies on the ID tag to notify emergency services of his condition and medical needs should he ever fall into anaphylactic shock. “It’s very important to me that I wear a Medicalert bracelet as it can speak for me if I ever
Kyle Dine loves his new leather Medicalert cuff made by Roots
have a life-threatening allergic reaction,” Kyle says. The Roots line veers away from the chain pendants many Medicalert users have become used to. The leather cuffs come in white, pink, black, or brown, and the athletic watches are water resistant. Available only to members of the Medicalert community, each piece has an identification number, giving health and emergency responders access to a 24-hour hotline that provides additional information about the wearer’s health conditions, current medications
or emergency contacts. “We are constantly looking for ways to innovate,” says Robert Ridge, president and CEO of Canadian Medicalert. “When it came to creating a line of new, casual lifestyle pieces, we immediately thought of Roots. On top of great design and enduring quality, Roots shares our commitment to health, wellness and community involvement.” Roots had a variety of young people in mind when designing these items: the teenager who may be uncomfortable wearing a bracelet that says “epilepsy,” or the young professional who wants a more discreet way to indicate that she is diabetic. “We’re looking for strong products to attract our members aged 18-34,” says Angela Schulman, Senior Manager of Marketing and Communication at Medicalert. “We want to appeal to their sense of style and fashion, and we strongly believe Roots will help us with this demographic.” • The Roots line is available to Medicalert Canada and US members. For more information go to www.medicalert.ca or call 1-877-217-7449. Issue 102 • Sept. - Oct. 2011
FAR FROM HOME, CLOSE TO THE HEART
Roots donates gifts to Canadian troops in Afghanistan ahead of their redeployment
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t often seems that the further people are from home, the more they appreciate simple things that remind them of where they’re from. This explains why halfway around the world, a Roots T-shirt becomes a national symbol, evoking nostalgia especially for those who’ve left Canada behind. When Roots recently donated a large shipment of clothing to Canadian troops in Afghanistan, the familiar brand was well received. The attire, contributed as a gesture of support, was given to the soldiers on Canada Day. They proudly wore their shirts, emblazoned with symbols like the maple leaf and beaver, throughout their final weeks in the war-torn country. Around 3,000 soldiers had converged at Kandahar Airfield (KAF) in late June as part of the Canadian combat withdrawal. As a result, their celebration also became a farewell party for many of the soldiers who, after almost ten years in the country,
Canadian troops in Kandahar celebrate Canada Day with Roots gear
were finally going home. “It was fun to see how pleased the soldiers were to receive the T-shirts,” says Brian Burke, President and General Manager of the Toronto Maple Leafs, who partook in the festivities. “After all, what’s more Canadian than Roots?” An American who passionately supports the Canadian troops, Burke had contacted Roots Co-Founders Michael Budman and Don Green weeks earlier about contributing
merchandise. “I asked Michael and Don if they wanted to send some gear to Kandahar and they jumped on it, like they always do for a good cause,” says Burke. “It’s typical of those two – bringing a smile to soldiers half a world away.” Happy to help boost the troops’s morale, Roots sent five huge boxes of merchandise. “The soldiers thought it was a wonderful way to celebrate,” says Louise Des Roches, from the Department of National
Defense, who helped hand out the shirts. “One came up to me and said ‘Now I can wear something other than my uniform!’” Soldiers were not the only ones enjoying the party – many Canadian celebrities made the long trip to Afghanistan for the festivities. Comedian Rick Mercer entertained the troops, while actor Mike Smith mingled with the crowd, staying in character all day as his Trailer Park Boys alter ego, Bubbles. Toronto Maple Leafs defenseman Luke Schenn was also there, signing autographs with Burke by his side. Many of the soldiers sported bright red Team Canada hats along with their new Roots shirts. The celebration was the biggest bash to date at KAF. Soon after, Canada formally handed control of their last battlefield to US forces, officially ending the combat mission and transferring to a non-combat training role.
TAKING ON THE KILIMANJARO CHALLENGE Climb Your Heart Out participants sport Roots gear as they scale Africa’s highest mountain Roots toques keep climbers warm in Tanzania
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eaching the summit of Mount Kilimanjaro in Tanzania, Africa’s highest mountain, takes fortitude, tenacity and passion. In August, 12 supporters of the Save A Child’s Heart charity accepted the challenge in an effort to raise $1 million for lifesaving heart surgeries for African children. In addition to raising funds, the organization held a seven-day Issue 102 • Sept. - Oct. 2011
teaching and surgery mission at the Bugundo Medical Centre in Mwanza, Tanzania. Roots learned about the initiative, named Climb Your Heart Out, from Dr. Bernie Goldman, a longtime friend of the company and Chairperson of the board of directors of Save A Child’s Heart’s Canadian chapter. To show its support, Roots donated toques, baseball
caps and T-shirts for those making the climb. “All of our climbers and porters were so touched by the Roots gear,” says Emma Hacohen, Project Coordinator of Climb Your Heart Out. “After hours and hours of hiking every day, it was always comforting to spot in the distance the grey hats that all our porters wore proudly. It meant food and shelter were close by.” The event’s participants came from Canada, the United States, Israel, South Africa and Ethiopia. Seven climbers reached the top of Uruhu Peak, Mount Kilimanjaro’s highest peak, with two others reaching Stella Point, about 160 m below. “It was a humbling and exhilarating experience,” says Emma. “At the bottom of the mountain, it seemed insurmountable but taking it one day at a time, I sensed we were conquering it. I guess it’s similar to what we’re doing at Save a Child’s Heart. Saving children with heart disease also seems insurmount-
able. But one heart at a time we are making a difference.” The Israeli-based organization is dedicated to improving the quality of pediatric cardiac care of children living with heart disease in developing countries, including neighbouring Arab countries. Children from around the world are brought to the Wolfson Medical Centre in Holon, Israel to receive treatment. The organization also conducts surgical and teaching missions in partnering countries across the globe. Medical personnel from those nations also have the opportunity to come to Israel and receive pediatric cardiac care training, which can then be used to help children in their home countries. Since 1995, Save A Child’s Heart has treated more than 2,600 children and trained 56 physicians. It has offices in 12 countries worldwide. • For more information or to contact the organization’s Canadian chapter, visit www.saveachildsheart.ca. The Source • 9
NEW & NOTEWORTHY A guide to just-launched Roots products Charlottetown Cardigan, Fog, $148
Tabatha Cotton Blazer, Fatigue Plaid, $128
Reverse Knit Kanga, Oatmeal Mix/Cabarnet, $98
Crepe Bootie, Suede Leather, Black, $248
Emilia Bag, Alberta Leather, Slate, $338
The Londoner, Prince Leather, Bamboo, $368 French Saddle, Norwegian Leather, Tan, $238
Andie’s Bag, Box Leather, Black, $188
Canvas Parka, Beluga, $228
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Skinny Chino, Portobello, $98
Boyfriend Chino, Vintage Khaki, $88
Issue 102 • Sept. - Oct. 2011
NEW & NOTEWORTHY A guide to just-launched Roots products Hudson Flannel Shirt, Beluga, $68
Trudeau Duffle Coat, Black, $268
Knox V Neck Sweater, Charcoal/Black, $92
Cargo Bag, Alberta Leather, Black, $218
Trailblazer Messenger, Alberta Leather, Black, $368
Waterton Bonded Jacket, Grey Mix, $108
Beatle Boot, Batisfera Leather, Black, $248
New City Briefcase, Norwegian Leather, Tan, $398
Lawrence Zip Mock, Charcoal Mix, $64 Issue 102 • Sept. - Oct. 2011
Forest Slim Fit T-Shirt, Stout, $34
Utility Mock Cardigan, Dark Charcoal Mix, $118
The Source • 11
GAIL’S PASSION
No mystery why veteran retail associate is one of the top salespeople at Roots
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or Gail Skolnic, working at Roots isn’t just a job, it’s an important part of who she is. A sales associate in Toronto for the past 22 years, Gail proudly represents a brand she both believes in and loves. With her extensive knowledge and understanding of Roots, coupled with an enthusiastic, outgoing personality, Gail has developed a legion of loyal, long-time customers, many of whom have become her friends over the years. It’s not just Gail’s easy manner with people that has consistently made her one of the top retail sales performers at Roots. She has a strong work ethic, often refusing to go home until she meets her daily sales goal. Many of Gail’s coworkers at the Yorkdale Mall store, where she has worked since 1992, say getting her to go home at the end of her shift is a challenge. “Roots is my home base,” says Gail, 53, who grew up in Toronto. “I like our clientele. I love the ambience, the whole package.” Gail fosters a positive work environment with the respect she shows her younger coworkers, which is triggered by her desire to learn from them.
After 22 years at Roots, Gail Skolnic shows no signs of slowing down
“You gotta love the people, the brand, the product,” says Gail. “Roots is a home. I know I have a purpose when I get up.” In 1989, Gail was introduced to the Roots team by Rima Biback, Director of Roots Home and Licensing. At the time, Rima oversaw the Roots stores in the Toronto area and Gail was a frequent shopper at the “Roots Lodge” on Yonge Street. Rima offered Gail a position after noticing her friendly, positive attitude and obvious love for people and shopping.
Initially based at the Bayview Village store, Gail switched to Yorkdale after two years to be closer to her mother, who worked in the mall at a high-end watch store. Gail’s commitment to her family helps explain why she has always shied away from becoming a store manager. Initially, she valued the flexibility of being a sales associate, as it gave her more time to spend with her son when he was younger. Today, she enjoys the freedom to take time off to travel, one of her favourite pastimes.
Over the years, Gail has become good friends with many Roots staff and customers, and thinks of the people she works with as her family. She’s seen many of them grow within the company. One example is Jarar Kazmi, Chief Operating Officer, who has known Gail since he began working for Roots at the Yorkdale store in 2001. “Ever since I met Gail, her passion and commitment to Roots have been consistent and reflected in customers’s reactions to her,” says Jarar. “She’s always ready to take up a challenge and makes sure she sees it through successfully. Her knowledge and positive attitude make her a great ambassador for Roots and we’re lucky to have her as part of our team.” Gail’s strong sales abilities run in her family. Both her parents work in sales – her mother is in retail, while her father is a contractor. As the owner of a printing company, her husband is highly sales driven himself. At one point, he and Gail even thought about opening their own business to teach good sales techniques and skills. To this day, the ‘sales gene’ is an integral part of her life.
BIG AND BEAUTIFUL Roots looms large in downtown Taipei with billboard initiative
Billboards in Taiwan shopping district increase brand awareness
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eep in the heart of Taiwan, in Taipei’s bustling Ximending district, crowds of shoppers and tourists come together under bright lights and eye-catching billboards. Among the larger than life advertisements is a huge poster that spotlights the latest Roots
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products. Measuring 30 by 18 feet, the billboard hangs on the side of the Eslite Ximen department store. The store is nestled in Taipei’s first pedestrian zone, where throngs of young people shop, eat, and socialize. Roots has two locations in the popular shopping district – a shop within the Eslite
Ximen department store, and a stand-alone flagship location nearby. Attracting upwards of three million shoppers each month, it’s no wonder the neighbourhood is prime real estate for advertising. Procuring a billboard in the heavily trafficked area is both expensive and difficult to obtain. “Acquiring advertising space in a target area is not easy in Taiwan,” says Roots Asia Assistant Marketing Manager Athena Lin. “We wanted to try a different method to promote the brand, so when the new Eslite Ximen department store opened, we took the opportunity to negotiate a billboard contract.” The poster campaign began in April when it showcased the Village Bag and has proven highly popular so far. The contract gives Roots the billboard spot until the end of December 2011, and Athena says
they are planning to approach Eslite Ximen for more space in the future. “We believe the billboard has increased brand awareness,” says Athena. “Since launching the campaign, our customer service department has received a number of inquiries about the products shown in the ads.” The latest billboard promotes the Roots Taiwan centennial collection, which was unveiled in a two-part campaign. In August, the poster announced the upcoming collection. In September the official ads promoting the collection debuted. Other forms of media exposure have been used in conjunction with the billboard. Roots has also placed ads in Taiwanese Vogue, Elle Taiwan, and Business Weekly Taiwan, and has received excellent feedback about the increased coverage. Issue 102 • Sept. - Oct. 2011
Photographed in Algonquin Park, birthplace of Roots Issue 102 • Sept. - Oct. 2011
The Source • 13
DIGGING FOR DINOSAURS Dan and Donna Aykroyd invite celebrities to get down and dirty in support of new Alberta museum PhD students. It’s an incredible and unbelievable feeling to know that these bones are more than 70 million years old.” Scientists believe the high density of bones in the area, nicknamed the River of Death, was caused by the rapid demise of a large migrating herd. A flood likely took out hundreds, perhaps even thousands, of dinosaurs in as little as 12 to 13 hours. While Diane and a group of 18 to 20 people were working on one of the main Pipestone Creek bone beds, Michael worked on a new bed, a one-hour boat ride away. He had to scale the riverbank to reach the narrow, cliff-top bone bed. bones while searching for leaf “When Donna and I apfossils. Paleontologists began proached Michael and Diane excavating in 1986 and have about joining us in the bone bed, since found that many of the they immediately saw the worth bones belong to the previously in this adventure,” says Dan. unknown species “This find of Pachyrhinosaurus Pachyrhinosaurus lakustai, bones represent one of the named after Lakusta. richest resources in Alberta with At the dig, event attendees received a brief lesson on how to the potential to attract visitors to excavate dinosaur bones and use the province and to provide young scientists with the matetheir tools, which included rial to make their careers.” chisels, trowels, hammers, After a few days of wading in pocketknives and even a small thick mud, the celebrity guests tool similar to those used at mingled with local museum dentists’s offices. Once digging supporters at the Aykroyd Family commenced, rumours that the and Friends Dinosaur Ball in bone bed contained more than Grande Prairie. The celebs were 200 bones per square meter split up and each hosted their proved accurate. own table at the gala, which sold “Everyone was finding 700 tickets. With performances things,” says Diane who, along by Dan Aykroyd and a special with one of Dan’s daughters, collaboration between the unearthed a 1.5 ft.-long tibia bone. “It was amazing to make a Canadian Tenors and the Grande Prairie Boys Choir, the scientific discovery and work evening was a success, raising alongside so many talented around $500,000 dollars. paleontologists, curators and The Philip J. Currie Dinosaur Museum, named after internationally renowned paleontologist and professor Dr. Philip Currie, is slated to open in 2013. Designed by Toronto-based Teeple Architects, the museum will be a 41,000 sq. ft. education and Michael Budman, Dan Aykroyd and Diane Bald pose with RCMP officers prior to the gala research facility.
Actor Matthew Gray Gubler, model Ali Michael and Stella Aykroyd search for dinosaur bones in Alberta
Suzanne Sagmeister
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elebrities often come together to support various causes, but star-studded events generally aren’t 70 million years in the making. In July, Canadian actor, comedian and longtime friend of Roots Dan Aykroyd, and his wife, Donna Dixon Aykroyd, hosted a three-day dinosaur dig and the inaugural Aykroyd Family and Friends Dinosaur Ball in northern Alberta. The event raised awareness and funds for the Pipestone Creek Dinosaur Initiative and the completion of the new Philip J. Currie Dinosaur Museum. Roots Co-Founder Michael Budman and Design Director Diane Bald attended the multiday event, digging and dining alongside other guests including environmentalist and Waterkeeper Alliance head Robert Kennedy Jr., Criminal Minds star Matthew Gray Gubler, movie executive John Goldwyn and bestselling mystery author Patricia Cornwell. The Aykroyds’s passion for Pipestone Creek’s dinosaur bone bed was sparked last summer after visiting the site on a family vacation. Located just outside Grande Prairie in northern Alberta, it contains one of the densest deposits of horned dinosaur bones in the world. The bone bed, or mass gravesite, was discovered in 1974 when schoolteacher Al Lakusta stumbled upon the dinosaur 14 • The Source
HEALTH TIP #63
Easy ways to stay healthy AT THE ROOT OF A GOOD PALATE: Root vegetables like beets, carrots, parsnips and turnips may be known for their versatility, but that’s not all they have to offer. Packed with vitamins, minerals and antioxidants, root vegetables can enhance your health in multiple ways. 1. Reduce your cancer risk: A recent study found that rats eating raw carrots, or falcarinolenhanced feed (a natural pesticide that protects roots from fungal diseases), were one third less likely to produce cancerous tumors than rats that didn’t eat carrots. 2. Get your folate: Parsnips contain more than 20 per cent of your daily folate, a form of vitamin B9. It helps the body synthesize and repair DNA and is particularly important for women who are pregnant or breastfeeding. 3. Absorb more iron: Root vegetables like turnips contain one third of your daily vitamin C requirement. The antioxidant helps the body absorb iron and produce collagen (a natural protein found in skin and connective tissues), among other functions. 4. Increase your exercise stamina: Drinking beet juice has been found to improve the body’s use of oxygen, allowing you to exercise longer. It’s also known to reduce blood pressure. 5. Boost your beta: Carrots get their orange colouring from betacarotene, which acts as a source of vitamin A that contributes to healthy vision and skin. • www.besthealthmag.ca
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ALMOST AS GOOD AS NEW The Roots repair team make products shine again
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Mariana Suarez manages the Roots repair department communicate with n today’s throwaretail staff in way culture, English, her second increasingly fewer language, which she companies show an hadn’t yet mastered. interest in providing Having studied repair services for medicine for four their products. This years in Ecuador often leaves customers before working in with little choice but the accounting to discard items that department of a car could have otherwise dealership, Mariana been fixed and given a had little other new lease on life. professional At Roots, standing experience. At behind its products Roots, Richard has always included a Kowalewski, who service to repair formerly managed products when the factory, encourpossible, particularly aged her to challeather goods made at lenge herself and try its state-of-the-art repair job. Based on what she her best. Fortunately for Roots, factory in Toronto. From wallets sees in her work, Mariana often she did. to jackets, the company’s repair shares her observations with the Mariana has since grown to team, led by Mariana Suarez, designers on certain aspects of appreciate the importance of her exemplifies the high standards products so adjustments can be role at Roots, and enjoys the Roots strives for in every aspect made to improve them in the independence and freedom she of the business. As part of its has in her job. commitment to customers, dating future. “Mariana has a great under“It’s important to like back to its inception in 1973, the standing of the making of our whatever you do,” says Mariana. company offers repair services “With my work, it’s like having for nearly all its leather merchan- products and communicates my own company. I’m my own dise, regardless of when the item effectively with all the different boss.” was purchased. Such a service is stores,” says Karl Kowaleski, Leather Product Expert. “She’s Today, the repair department rare in North America, where also very quality conscious and is comprised of 10 people who few large companies still makes sure that customers will work in three separate groups – maintain a repair department in be satisfied.” handbags, shoes and jackets. In their own factories. Mariana began overseeing a typical day, Mariana distribIn the 16 years Mariana has the repair department in 1995, utes repair assignments among worked in her position, she has about a year after she first joined her team and communicates with developed the way repairs are Roots in shoe repairs. An store employees to determine handled at Roots. As the leader immigrant from Ecuador, she how long certain repair jobs will of her team, she communicates was nervous about taking on this take and how much they will with store employees and role, as it would require her to cost. determines the price of each
Not surprisingly, the most common repairs involve handbags as customers generally use them much more often than other Roots leather products. The most frequent thing that needs to be repaired on bags is the zipper, again due to inevitable wear and tear. Far less common things requiring repairs are the lining, stitching and refurbishment of the leather. While the repair department does its best to fix all Roots leather products, it sometimes receives items that are so old or in such bad condition that they’re impossible to salvage. One of the things Mariana dislikes most about her job is having to send back a purse or jacket that can’t be repaired because there’s no replacement for a broken part or because it’s too old. Mariana says the oldest item she ever repaired was a Roots B52 Bomber Jacket that was 30 years old. GETTING A FIX ON REPAIRS
· Repair jobs include replacing hardware, re-stitching, relining, re-conditioning (only on black or brown leather) and zipper replacement · Leather repairs can only be done if leather is in a workable condition · Repair jobs take between 36 weeks, sometimes longer during the holiday season · Stains, dyes and pen marks cannot be removed from leather items
GREAT MOMENTS IN RETAIL Spotlighting the top performing Roots stores in recent months based on their sales results B
L to R: Charlie Yamaguchi, Catherine Arancon, Susan Cormier, ‘Ada Fida, Ayumi Kawaguchi, Jacqueline Yang, Young-Soon Mclellan, David Morison. Missing from photo: Andy Wong, Cindy Lee, Kap-Soon Wi, Chelsea Milette, Ricky Kang, Jerwin Vergera, and Lucy Cardarelli. Issue 102 • Sept. - Oct. 2011
efore this issue of The Source went to press, we received the final sales figures for stores in recent months. Taking the top spot for company stores in August was the Brookfield Place location in Toronto. The month before, it was the Metrotown store in Burnaby, BC. As for the Roots 73/Outlet category, the King’s Crossing location in Kingston, Ontario captured top spot in August, while the Grandview Outlet in Vancouver, pictured, took the honours in July. Congratulations to Karren Coratchia, Manager of the Brookfield Place store; Leanne Green, Manager of the Metrotown store; Lance Lakins, Manager of the King’s Crossing outlet; and David Morison, Manager of the Grandview outlet; and to their respective teams for their exemplary performances. Hats off to all of the other stores that surpassed their sales goals in August and July. The Source • 15
Photo courtesy of Arthur Mola
DÉJÀ VU A vintage Roots moment from 1979
ACTING UP Young thespians strike a pose with style
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EAM SPIRIT: For several years, starting in the late 1970s, Roots sported a team in a Toronto soccer league. Most of the team worked at Roots, including Co-Founders Michael Budman, (top row, far right), and Don Green, (top row, 4th from left). As other teams were comprised largely of immigrants from countries with a strong soccer culture, let’s just say that Team Roots was far more
successful off the field than in their weekly games. The graphic for the team T-shirt was borrowed from jerseys created for the Roots hockey team. Among those in this 1979 photo are four Kowalewski brothers: Karl, (top, 3rd from left), Richard, (top, 2nd from right), Stan, (bottom, 2nd from left), and Henry (bottom, far right). Ed Cox, now in his 36th year at Roots, is in the top row, 4th from right.
LIGHTS, CAMERA, ACTION
Young actor chooses Roots backpack on film set Davis Coughlin: all smiles in Roots
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rom sweatpants to leather bags, Roots items often appear unexpectedly on the big screen and on television. It’s not uncommon for people to contact the company to report a Roots product sighting. Recently, 12-year-old Davis Coughlin, an aspiring young actor from Livonia, Michigan, told us about wearing his favourite Roots backpack for his latest movie gig. Davis has a bit part in the upcoming movie, The Setup, 16 • The Source
playing the role of a student. Last winter, his talent agency arranged for him to take part as an extra in a scene being filmed outdoors near his hometown. When Davis arrived on the set, he was told that all the children playing students would receive pants and shirts to wear for the filming but they were free to use their own coats and bags. As a Roots enthusiast, Davis immediately chose his colourful Roots backpack for the shoot in hopes that it would help distinguish him from the other kids. He has had this bag for two years, since his mother purchased it for him at the Roots store in Birmingham, Michigan. “I made sure to wear my Roots backpack,” says Davis. “It really stood out amongst the other students, as they had dark, drab backpacks.” Directed by Mike Gunther, The Setup was written by rap artist 50 Cent, who stars in it alongside Bruce Willis. You can see if Davis and his Roots backpack made the final cut when the movie hits theatres in mid-September.
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n early May, four actors wore Roots in a photo shoot at the monthly general meeting of the Young Emerging Actors Assembly. The pictures were taken to promote the Torontobased organization and to create a relationship between it and Roots. Eli Goree and Bryn McAuley founded the YEAA two years ago to help raise the profile of Canadian actors and develop a stronger acting community. “Acting can be an alienating profession,” says Bryn, 22, regarding her motivation behind
starting the organization. “You’re working for your own success, meaning that all your victories and losses are solitary.” The clothes were provided through a personal connection between someone at YEAA and Roots. Bryn says the actors responded positively to their outfits, which they picked out themselves. The group included Shannon Kook-Chun and Jessica Tyler from the Canadian TV show, Degrassi, as well as Melanie Scrofano, from the TV show Pure Pwnage, and YEAA co-founder Eli Goree.
CONAN CAN’T STOP... WEARING ROOTS US comedian shows his brand preference in film
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’ve got a new gig,” comedian Conan O’Brien told a soldout crowd last year at Vancouver’s Orpheum Theatre. “I’m the new assistant manager at the Roots on Robson Street. Come on down,” he deadpanned, “we’re having a special on toques.” All joking aside, Conan is clearly a Roots fan, as evidenced by his wardrobe choices in the documentary Conan O’Brien Can’t Stop that will be released in DVD in September following a theatrical run this summer. Conan wears Roots gear consistently throughout the film, which
explores the drama behind comedy as it follows him on his Legally Prohibited from Being Funny on Television Tour. Favouring the men’s Canada Collection, Conan not only wears the clothes, but also brings his Tribe Douglas Duffle with Canadian Flag all over North America with him. The title of the tour refers to Conan’s former job as host of The Tonight Show, and his ensuing resignation over a timeslot conflict. Conan’s settlement with NBC barred him from appearing on TV for six months, so he took to the road instead. Can’t Stop goes behind-thescenes to document the grueling 32-city tour, showing Conan and his crew not only at their hilarious best, but also at less ideal moments. Issue 102 • Sept. - Oct. 2011
THE MAKING OF A WIN-WIN SITUATION Interns earn praise at Roots in mutually beneficial program
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n today’s highly competitive work environment, internship programs are increasingly a gateway into the professional world for young people. As part of this trend, Roots, like many other companies, offers temporary positions that provide experience and insight into several areas of the company. Year-round, seven departments at the head office – web, customer service, fashion design, communications, art and accounting – work with interns (mostly students) from various backgrounds. “I believe internships are beneficial to both the company and the students,” says Menswear Designer Oliver Capistrano, who has worked with eight interns since joining Roots in 2009. “It’s a wonderful, hands-on education for the students, and it’s great to have extra support and assistance in a busy department.” According to a 2009 survey
Communication and Public Affairs. “Almost all of those who’ve worked with me over the years have been extremely motivated, conscienInterns learn and help out in various departments tious, hardworking and eager to learn. of graduate students in Canada, Interns contribute a lot to Roots 55% have participated in an and assuming we make it a internship or co-op program positive experience for them, (which gives students credit they also become ambassadors toward their degree). Compared for the company after completwith other academic activities, ing their internships.” grads say practical experience There’s a widespread contributes the most to their misconception that internships personal development. usually consist of little more than “I am constantly impressed making coffee and photocopyby the young people who do ing. At Roots, it’s anything but. internships at Roots,” says Rather than give interns menial Robert Sarner, Director of
tasks, the apprenticeships include relevant, interesting assignments that provide young people with practical experience in their prospective professions. Senior staff at Roots also see the use of interns as a way to get a fresh perspective on projects. They seek out individuals in college and university programs relevant to their respective departments. Interns work for approximately four to six months, most often during the summer, as the majority are either in the middle of, or completing their undergraduate degrees. Although interns at Roots get no monetary compensation, they receive the same discount at stores as all other full-time employees. More significantly, it’s not uncommon for an internship to lead to gainful employment for the intern at Roots or elsewhere, in the ultimate win-win situation for both sides.
FOUR SCORE ... Kilcoo Camp celebrates 80 birthday in style th
John Legend
Canadian Tenors
Helen Mirren
WHO JUST DROPPED IN? Taking attendance of special guests in the world of Roots
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elebrities have long made a point of shopping at and developing friendly ties with Roots. Here are the latest sightings of prominent figures in entertainment and sports who recently visited Roots stores, the head office, factory or were seen wearing Roots. • Bloor Street, Toronto – American musician John Legend picked up a leather jacket, Oxford boots and long sleeve T-shirt while in the city for his summer concert tour. • Grande Prairie, AB – The Canadian Tenors visited the Roots store in Grande Prairie while in town for the inaugural Aykroyd Family and Friends Dinosaur Ball. Issue 102 • Sept. - Oct. 2011
• Bloor Street, Toronto – British actress Helen Mirren dropped in to Roots while in Selena Toronto for the Gomez BlackCreek Summer Music Festival. • Bloor Street, Toronto – American actress and singer Selena Gomez picked Tom Felton up a Varsity Jacket. • Toronto – Harry Potter star Tom Felton (Draco Malfoy) was spotted in Roots Heritage sweatpants at Pearson Airport.
Staff wear 80th anniversary line
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iven the seminal role that Ontario’s Camp Tamakwa played in the lives of Roots CoFounders Michael Budman and Don Green, summer camp and the Canadian outdoors have always influenced the Roots aesthetic. With an emphasis on sweats and casual basics, the brand is a staple on the packing lists of campers across the country. This summer, Roots was particularly prominent at Kilcoo Camp, an all-boys overnight camp in Haliburton, Ontario. In celebration of its 80th anniversary, the camp approached the Business-toBusiness Department at Roots
to custom design staff shirts and a clothing line to commemorate the milestone. The line included a T-shirt, long sleeve T-shirt, hoody and sweatpants. Roots also designed customized Awards and Podium jackets, a scarf and a Banff Bag for the camp’s alumni reunion this September. “Everyone loves the Roots hoodies and the staff are pleased with the tees they received for being part of our 80th staff,” says Patrick Tingley, Assistant Director of Kilcoo Camp. “Our 80th year reminds us of the camaraderie, traditions and values of the 79 years that have come before and the promise of a great future.” Founded in 1932, Kilcoo Camp has built a reputation as one of Canada’s leading camps for boys. It draws campers from Canada, the United States, Central and South America, England, France, Japan, Holland, Germany and Spain. The Source • 17
STAYING POWER
Saluting those who go the distance
Elaine Nelson, Sales Associate, 25 years Yenna Chu, Leather Chenille, 20 years Maria Ferreira, Leather Digitizer, 20 years Teresa Rodrigues, Leather Embroidery Clean, 20 years Edmund Chin, Leather Shipper, 15 years Kerry Kirby, Store Manager, 15 years Beata Romanczuk-Wong, Sales Associate, 15 years Jasodra Badrie, DC Administration, 10 years Lalmanie Baul, PO Administrator, 10 years Natalie Dawood, Keyholder, 10 years Penelope Hall, Assistant Manager, 10 years Ramrattie Mangar, DC Administration, 10 years Jaqueline Morris, Receiving Coordinator, 10 years Rakhee Nazir, DC Picker Packer, 10 years Robin Nelson, IT Director, 10 years Denise Caissie, Store Manager, 5 years Marina Correia, Payroll and Benefit Admin, 5 years Munmun Das, Associate Buyer, 5 years Nancy Flores, DC Picker Packer, 5 years Allison Fortier, Store Manager, 5 years Ringo Law, Associate Designer, 5 years Megan Leblanc, Store Manager, 5 years Carlea Meraw, Sales Associate, 5 years Tara Mosher, Keyholder, 5 years Lucy Palomba, Keyholder, 5 years Cary Trudelle, Keyholder, 5 years Melissa Whaley, Store Manager, 5 years Lily Yu, Leather Stitcher, 5 years
ON THE MOVE
New appointments at Roots Moyeen Ahmed, Sourcing Manager, Roots 73 Gitu Aivalli, Technician Sarah Box, District Manager, Ottawa & North Eastern Ontario Heather Collet, District Visual Coordinator Alison Gollob, Sourcing Coordinator Laura Cristinzo, Technician Candice Cuthbert, Merchandise Planning Ashley Hind, Customer Care Specialist Jarar Kazmi, Chief Operating Officer Marlee MacLean, Online Photographer Joanne Nedeljkovic, Designer Bethany Peckham, Manager, Customer Service Galit Sone, Visual Planning and Display Coordinator James Wilford, Senior District Visual Coordinator Helena Yeap, Women’s Designer, Roots 73 Yuhui Zhang, Technician
18 • The Source
STARTING LINEUP
Introducing the people who make it happen at Roots stores As part of our continuing series of team pictures from the Roots retail family, this issue of The Source is spotlighting the Vaughan Mills store in Vaughan, Ontario. Back row (L to R): Lorenzo Richards, Najja Gordon, Abilana Premkumar, Windy Zhang, Yana Vorontsov, Diane Tran, Samantha Kmiecik, Jaime Oliveria, Tharsigan Jeya. Front row (L to R): Adriane Wu, Nizana Halim, Amy Nguyen, Julienne Thomas, Aisha Mohammed, Christy Lai, Asya Levin, Mishka Thebaud.
SPEAK TO MY AGENT The littlest customers show their Roots
W
e often receive unsolicited photos from people eager to show us pictures of their children, cousins, grandchildren, or even pets, wearing Roots. Sometimes the senders ask if we could use the photos in a future advertising campaign for Roots. While we can’t promise that, we are happy to publish them in The Source. Over the years, Speak To My Agent has Milan Dwivedi, 14 months, Toronto
become one of the most popular items in The Source. Everyone is welcome to submit their favourite shots to be considered for publication. Please send your pictures to photogallery@roots.com. Be sure to include the name and age of each child or pet in the photo, where it was taken, place of residence and a sentence stating that you agree for the photos to be used in The Source.
Cleo Smith Linden, 14 months, New York City
Fletcher Green, 3 years, Chelsea, QC
Issue 102 • Sept. - Oct. 2011
MUSICAL ROOTS
GREEN TIP #66
This time around, we spotlight Canadian hip-hop artist Shad K.
T
his has been a busy year for Shadrach Kabango. The 28year-old Canadian rapper not only won his first Juno Award in 2011, but also found the time to complete a master’s degree in liberal studies at Simon Fraser University in Vancouver. Better known as Shad, the academic rapper has earned critical praise for his distinct sound and standout performances. Born in Kenya to Rwandan parents, Shad moved with his family to Canada, where he was raised in London, Ontario. As a teenager, he developed an eclectic taste in music, which was fostered by his appreciation for artists like Outcast, Common and Weezer. Shad began writing lyrics and performing while studying for his undergraduate degree in business at Wilfred Laurier University in Waterloo, Ontario. His music was popular with the Kitchener-Waterloo university crowd, but Shad’s big break came when he won the annual Rhythm of Future talent competition organized by The Beat FM radio station. He used his first place winnings of $17,500 to finance his debut studio album,
like his first album, focuses on social issues. It was Shad’s most recent album, TSOL, released in 2010, which catapulted him onto the international stage. He spent the year touring, and in between shows worked on his graduate degree. Though he studied business and liberal arts, Shad always envisioned himself When This Is Over, in 2005. The album is a diverse collection of lyrical genius, guitar and drumbeats. A selftaught guitarist, Shad learned to play on a broken three-string guitar in his parent’s basement. The album is unconventional as far as rap goes, with lyrics that wrestle with loneliness, fear and cynicism. Shad’s mother, lends her vocals to the track I’ll Never Understand, reciting a spoken word poem she wrote about the emotional aftermath her family endured following the Rwandan genocide. In 2007, Shad was signed by Big Box Recordings and released his second album, The Old Prince. Shortlisted for the 2008 Polaris Prize and nominated for two MuchMusic Video Awards, The Old Prince, much
as a musician. “If I wasn’t in the music industry,” he says, “I would be sitting in an office somewhere doing a job, and dreaming about making music instead.” Last March, Shad won the Juno for Best Rap Recording, and a mere three months later completed his master’s degree. Exploring personal triumphs and failures, asking questions of how to better understand the world we live in, and just having fun doing it all are very much what Shad is about. His music speaks loud and clear and is attracting an increasingly large audience – with good reason. - Davin Bujalski • Listen to Roots Radio to hear the music of Shad. To learn more about him, go to: http://www.shadk.com
Easy ways to help the environment MAKING YOUR DRIVE ECOFRIENDLIER: If you must move around by car, follow these tips to make your ride more eco-responsible and fuel-efficient. 1. Buy green: When buying a car, consider its environmental performance and the appropriate size for your needs. 2. Plan your journey: A plan gets you to your destination the fastest, easiest way, avoiding unnecessary fuel consumption. 3. Check tire pressure frequently: Well-inflated tires decrease rolling resistance, making your car more fuelefficient. 4. Reduce loads and avoid roof racks: Excess weight increases gas consumption. 5. Don’t warm up your engine: Modern cars only need to be warmed up in extremely cold conditions. 6. Use air conditioning sparingly: A/C uses a lot of power and can decrease fuel efficiency. 7. Accelerate gently and keep a constant speed: Gentle driving is safer and uses less fuel than abrupt or heavy acceleration. 8. Use engine braking: Releasing the accelerator to slow your car improves fuel efficiency and reduces wear and tear on brakes. 9. Don’t idle your engine: Idling cars use fuel and release exhaust into the atmosphere. 10. Offset your CO2 emissions: Reduce your CO2 emissions through an offset program like www.offsetco2.ca. • www.greenlivingonline.com
CHEF’S CORNER
Roots-friendly recipes for a healthy diet and to bring pleasure to your palate In this issue, we present the recipe for making sautéed garlic kale. A form of cabbage, kale is a powerful antioxidant with high levels of beta carotene, vitamin K and vitamin C. INGREDIENTS: 1 tsp (5 mL) olive oil 1 cup (250 mL) sliced onion 2 cloves of garlic ¼ cup (50 mL) water 1 tsp (5 mL) sodium reduced soy sauce pinch of chili flakes (optional) 4 cups (1 L) packed chopped kale, tough stems removed 1 tsp (5 mL) black pepper Issue 102 • Sept. - Oct. 2011
DIRECTIONS: 1. In a large pan or wok, heat oil over medium-high heat. Add the onion and sauté for 3 minutes. Add the garlic and sauté an additional 2 minutes. 2. Add the kale, water, soy sauce and chili flakes, if using. Cook for 5 minutes or until the kale is very wilted. 3. Add the black pepper and serve immediately. Prep time: 5 minutes Cook time: 10 minutes Servings: 4 Source: www.heartandstroke.com The Source • 19
Photographed in Algonquin Park, birthplace of Roots 20 • The Source
Issue 102 • Sept. - Oct. 2011